The best billboard ads can involve witty world play, traffic-stopping visuals and innovative interactive concepts. Lego has just shown that a brand can sometimes make just as much impact by simply showing a product– not an image of it but the actual physical product.
The building brick brand transformed several Shanghai metro stations into exhibition spaces to present the new Technic Koenigsegg Sadair’s Spear – all 4,104 pieces of it. The installations are a tribute to masterful supercar engineering that will delight car fans and Lego fans alike.
With just 30 road-legal cars produced and a price tag of over $5 million, the Koenigsegg Sadair’s Spear hyper car isn't a vehicle most people will have the chance to take for a spin. Lego Technic has made it more accessible allowing you to build your own 1:8 scale recreation in what is the most complex of any Technic Ultimate Car Concept Series release yet.
Since Lego is about the bricks as much as the finished model, the advertising campaign in Shanghai makes these the star. All 4,104 pieces were mounted a series of lightboxes at Lujiazui Station and West Nanjing Road Station.
At the latter, the installation showcases the distinct engineering of the Koenigsegg Sadair’s Spear: its aerodynamic body, 1,625 hp twin-turbo engine, Triplex suspension system and nine-speed Light Speed Transmission, all broken down in Lego form.
It reportedly took 15 people more than 3,000 hours to create the installations.
If you're inspired, see our pick of the best Lego sets for adults.
